The majority of websites use Google Analytics. It’s ubiquitous. But are marketers using it properly? Not really. Many marketers are using it only for reporting, not analysis.
Most marketers are using Analytics wrong.
In this lesson, we’ll look at specific ways to use Analytics to do real analysis, to answer questions and draw conclusions.
1. Reporting vs. Analysis: How most marketers get Analytics wrong
2. Turning ideas into questions
3. Analytics Insights: WHO is visiting? WHERE are they coming from? WHAT are they doing here? WHICH pieces of content are successful?
The truth waiting to be discovered in your Analytics. You just need to know where it’s hiding. Lots of marketers use Analytics. But great marketers use it to answer questions, support decisions and test theories for possible actions.
Once you’ve completely this lesson, you’ll have a new mindset for approaching your data and new tools for making the decisions that make the difference in your marketing.
7. If you see a data puke, then you know you’re
looking at web reporting.
If you see words in English outlining actions,
then you are looking at web data analysis.
Avinash Kaushik
Occam’s Razor
37. Actions
1. Test the site on the
browsers with higher
bounce rates.
@crestodina
38. • Are millenials visiting our website?
What are they doing?
• How many of our visitors are local?
National? International?
• What times of day are people reading our blog?
More Q’s to Ask Your Audience Reports
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61. Actions
1. Find the pages. Confirm
the rankings.
2. Improve the page by
adding detail, keywords,
video, internal linking, etc.
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62. • Which email campaigns pull in the most visits?
• Which pull in visitors who dig deeper?
• Which sites have linked to us recently?
Are they sending us referral visitors?
More Q’s to Ask Your Acquisition Reports
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80. Actions
1. Publish more content on
those popular topics.
2. Promote the high value
content better.
3. Reconsider your content
strategy!
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95. Actions
1. Rebalance your navigation
2. Polish up the pages in that
top path
3. Make sure the billboards
are on the highway
(videos, testimonials, etc.)
4. Get rid of your
testimonials page
@crestodina
125. Actions
1. Reduce number of steps.
2. Remove distractions.
3. Answer top questions
earlier.
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126. • What hour of day, day of week or month of year are
visitors most likely to act?
• Are people buying right away?
More Q’s to Ask Your Conversion Reports
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136. 1. No cookie? No data.
2. JavaScript Disabled? No data
3. Time on page? Or time on tab?
4. Same Device, Different User
5. Same User, Different Device / Browser
This can be a problem...
@crestodina
189. 0:00 – 0:10 Brief updates from teams
These might be individual people or entire departments.
It could be the client and the vendor. It could be the
social media community manager, the PPC partner, the
freelance blogger and the marketing director.
• Any major issues?
• Any victories to celebrate?
• Report on the big picture? Review Dashboards
@crestodina
190. 0:10 – 0:40 Review Current Activities
Take a close look at where your time, effort and budgets
have been focused since the last meeting.
• What are the outcomes of the actions we are taking?
Are they worth the time/cost? Reports and Analysis
• Should we adjust our approach? Need more time?
Continue or discontinue that activity?
• Did everyone complete their action items from the last
meeting? (accountability)
• Does anyone need help? Can anyone support anyone
else’s efforts?
• Are we confident as a team that we’re going in the
right direction?
@crestodina
191. 0:40 – 0:55 Consider New Initiatives
Just knowing that there’s a time and place to bring up
new ideas will keep people from distracting each other
during the week.
• Anyone have any new ideas?
• Is there evidence that this effort will be worth the
time/cost? Reports and Analysis
• Schedule more time to weigh pros/cons and then
decide/delegate?
@crestodina
192. 0:55 – 0:59 Action Items
Expectations for everyone should be crystal clear when
they walk out of the room or hang up the phone.
• Who is going to do what before the next meeting?
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